Audience: Who Are You Really Talking To?

Nonprofit leaders often speak of “our stakeholders” as if it were one group. In reality, every organization serves a constellation of stakeholders—clients, donors, board members, partners, community members—each listening for something different.

• Clients and participants want to know how programs meet their everyday needs.
• Donors and funders look for impact, accountability, and return on investment.
• Board members and volunteers need clarity and confidence to be effective ambassadors.
• Partners and collaborators are listening for alignment and shared opportunity.

When leaders collapse these differences into one generic message, resonance gets lost. Communication that tries to reach everyone risks landing with no one.

Seeing Value through Multiple Lenses

Every audience tunes into a different level of value. Some want the functional (what works, what solves a problem). Others seek the emotional (trust, belonging, pride). Still others respond to strategic value (partnership, shared growth, community change). The discipline is not just telling your story, but translating it into the terms that matter to each group.

That’s why audience understanding isn’t a marketing tactic—it’s a leadership discipline. Messaging shapes perception, perception shapes trust, and trust opens doors.

From Theoretical to Practical

This translation work can feel overwhelming, but it doesn’t have to be guesswork. My Value Proposition Discovery process gives leaders a structured way to uncover how different stakeholders actually perceive and value the organization, and then connect those insights to clear, usable messaging. It’s where insight becomes a tool you can use across fundraising, board engagement, and partnership building.

The practical power is that it takes what often feels intangible—how others see and respond to your mission—and turns it into something your team can act on immediately. Instead of debating “what message will land,” you can point to evidence, align your board and staff around a shared framework, and communicate with confidence across every audience you serve.

A Moment to Reflect

Pick one group from your “stakeholders” – clients, donors, board members, or partners. Ask yourself:

• What do they want most from us? (the practical, “what’s in it for me” answer)
• How do we want them to feel when they engage with us? (the emotional layer)
• What bigger change do they believe they’re part of by joining us? (the broader vision)

Notice which of these layers is easiest to answer and which you haven’t thought about before.